The "first click" principle

Inside today’s episode:

• The “first click” principle

• How I use to grow my audience

• Access to my conversation with Kyle Lacy

Let’s ride 🌊

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A few weeks ago I hung out with Dale Zwizinski and Adam on the Revenue Reimagined podcast.

We chatted through some great topics like:

-The “elite marketing triangle” I follow for building teams
-How my leadership style has changed since having kids
-How to fix the disconnect between sales and marketing orgs

But my favorite tip is one I’ve never shared publicly.

(Until the podcast, of course.)

So today, I thought I would share it with you.

If used correctly, it will help you create an audience of raving fans who know, like, and trust you — after consuming just one piece of content.

It’s called the "first click" principle.

(Btw, you can listen to me break it down here - jump to 17:25)

First, important and speedy context.

How often do you get introduced to a podcast, it sucks, and you go back for seconds?

…

Never.

If the show is boring, you bounce and find something else.

And you never go back.

Same with mediocre restaurants.

If I order the parmesan chicken and it tastes like a paper napkin, I’m not going back the next time I want Italian food.

Why?

Because I don’t trust them. Specifically, I don’t trust I’ll get my money’s worth. Plus there are way too many options available to settle for “meh” food.

Same for content.

No one woke up today thinking, Wow, I really wish there was MORE content for me to choose from.

The battle for attention is heating up. And if you get lucky enough to earn some of that coveted attention, you HAVE to deliver.

Fail, and people will label you as “not worth my time” the next time they see your content.

And they’ll scroll on.

That’s where the first-click principle comes into play:

As a content creator, you get ONE click. One opportunity to win them over.

It’s kinda like the old “you only get one first impression” adage.

They have to feel like they got a good deal for investing time and energy in consuming your content on the very first attempt.

That’s why I’m maniacal about my content creation process — specifically editing.

Any time there’s a segment or paragraph that wanders off topic, gets too wordy, or candidly, is just a little boring — it gets cut.

No exceptions.

You have to be a ruthless editor because your audience is ruthless with how they spend their attention.

This can be challenging because, as the creator, you have an emotional connection to the work. And it’s hard to slash words or frames that you’ve created because you’ve spent time making them, so you feel it should be seen.

But that just ain’t the truth.

In fact, I’ve learned that people really want potency. They want hard-hitting, impactful content without the filler or fluff.

So be hyper-diligent in delivering the most value possible — tactical or entertainment — in the least amount of time. 

Keep the best of the best, and cut the rest. Then hit publish.

It will condition your Readers/Listeners/Viewers that you’re:

-worth following
-dedicated to THEM (not you)
-better than your competition

And this will lead to a consistent audience growth of raving fans.

People who both buy from you and spread your content to their networks.

And that’s the best growth strategy there is.

If you want to create content that follows the “first click” principle

There are over 30 how-to plays in Content That Converts.

I took the exact strategies, tips, and templates I used to build Gong’s, Clari’s, and my audience and sales and put them into one playbook.

If you are serious about creating better content that leads to audience and business growth, this is the best asset I have to offer.

👉🏻 You can get your copy here.

“I have read Devin's Content that Converts at least 2.4 times so far and here's what I can definitively tell you:

1. Our overall email engagement rates have nearly doubled in less than 2 months (20% to roughly 40% open rate)

2. Our social media engagement rates skyrocketed, with increasing engagement from key personas in the fundraising space

3. I am being seen as the go-to resource for building personal/professional brands in our office I can go on and on about this

Honestly, it's perhaps the single most ROI-packed piece of content I have ever bought” - Adam O’Brien, Head of Marketing, GoodUnited

Worth mentioning: Most people use their company’s personal development stipend to get it for free.

Holler at you next Saturday,
Devin

PS: It took me 2.5 hours to write and edit this newsletter. If you like today’s post, you can help me grow by forwarding it to one person with a quick “You’ll love this newsletter. Totally worth signing up.”

Watch Episode 10 of Reed Between the Lines
with Kyle Lacy

Worth checkin’ out if you wanna know how to build brands, launch a merch store, and parent as an ambitious executive.

Kyle also dropped gems like

- How he created raving fans at Lessonly
- How to build brand and demand at the same time
- Advice for having a successful career and healthy family life

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